Kenneth Hilario, Account Manager at AKCG, shares valuable tips for public relations professionals looking to secure placements for their clients. Before Kenneth joined the world of PR, he spent years as a business reporter, picking up his own best practices and preferences when being pitched.
As public relations professionals, we know that identifying a media outlet or reporter for a press release or pitch is only part of the work.
Before I worked for a PR agency, and way before I entered the world of marketing, communications and public relations, I spent years as a business reporter.
As a reporter, I received countless pitches and worked with public relations professionals on many stories – collaborating with them for publication and informing them how their future pitches can be more successful.
Below are a few insights from my personal experience into successfully working with reporters and securing coverage for your organization or your client.
Do Your Research
Do. Your. Research. Learn about the reporter and outlet before sending that press release or pitch. It’s as simple as reading the most recent stories the reporter has written.
One of my pet peeves as a reporter was receiving a pitch that did not fall under the beats I covered or had no (clear) business angle at all. This type of pitch showed me that the public relations professional didn’t take the time to find out what types of stories I wrote or my publication’s audience.
If you’re reaching out to a business reporter, make sure you’re sending them what they need: facts, figures (financial information, number of jobs, economic impact, square footage), impact on the greater community and maybe even future expansion plans.
One PR professional I worked with always took the time to gather the appropriate figures from their client to ensure I had everything I needed for my articles. This approach turned pitches that didn’t have a business angle into stories that fit coverage for my publication.
One Size Does Not Fit All
This section is a sister section to “Do Your Research.”
Every reporter has their preference on how they like being pitched, and preferences vary even within the same newsroom. Some reporters prefer emails, while others prefer calls or texts.
Reporters even have a preference for pitch length. I preferred a short paragraph with important details in bullet points. Why? Reporters get so many emails, and this allowed me to quickly get important information – the “why” – and see if it’s a story I would cover.
Other reporters prefer longer pitches that allow them to visualize the story and get a fuller idea of what their story or segment will look like.
Engage with reporters to find out what they like to see in their inboxes and make a note in your media lists to set your team up for success.
Know What Makes a Compelling and Newsworthy Story
Stories are more likely to attract the attention of reporters if they’re compelling.
But how do you know if your story or your client’s story would be deemed newsworthy by a reporter?
AKCG determines which content is best suited for an earned media push if they demonstrate what we call our P.E.A.R.L.S., which stands for:
- Person-focused
- Eccentric
- Accessible
- Refreshing
- Local
- Shareable
The more letters you have, the more likely a reporter will be interested in your story.
For example, is the story you’re developing person-focused? People love stories about people, not institutional stories. Try to tie your operational messaging to people in the organization.
When you have a story idea, look at it from the perspectives of the reporter and the prospective audiences. Will the audiences care about the story or find it interesting?
Most times, if you don’t think audiences would care about the story, the reporter may not either. After all, they listen to their audiences and keep track of what stories do best.
Help a Reporter Out With Content
These days, many reporters act as a one-person operation, particularly as newsrooms continue to shrink.
Many reporters are not only researching and writing their stories – they’re often also putting entire multimedia packages together.
Along with your pitch, send accompanying photos and videos the reporter can work with. This gives the reporter content they can utilize, and visuals help tell a story that words alone may not be able to capture. It could even help secure coverage, especially if newsrooms don’t have the bandwidth to capture content on their own.
Maintain “Relations” in Public and Media Relations
This may perhaps be one of the most important tips I have: Take the time to build relationships with reporters you pitch your stories to. It’s public relations and media relations.
If their schedule allows, meet over coffee to learn more about them and the stories they prefer to write (do your research beforehand, too). Don’t be afraid to talk to reporters about your clients and your clients’ plans off the record.
This Extra Effort Goes a Long Way
It keeps you and your clients top of mind; gives a preview of news the reporter can expect; informs you of what the reporter deems newsworthy; and allows you to show your personality and authenticity and connect on a human level.
As AKCG Vice President Angelica Flynn said: “Public relations experts and reporters work closely together… and we need each other.” Angelica has more tips on building and maintaining relationships with reporters in this blog post.
This list is not exhaustive, but it does give a taste of what it takes to help get your stories placed and keep your clients top of mind for reporters. Some tips may seem like no-brainers in theory, but you’d be surprised how often these aren’t followed in practice.
